LIMBA Strategic Use of Social Media

Strategic Use of Social Media : Strategic Use of Social Media Brian Wasson Exec Director of Social Media, St. Joseph’s College NY @ bwasson @sjcny sjcny.edu
Slide2: Institution Facts Founded in 1916 One urban and one suburban campus Almost all commuters 5,100 UG and GR students Two NCAA DIII sports programs 2016 Social Media Audit 351 total accounts discovered (FB, IG, TW) 166 active w/posts back to 6 months ago (47%) 136 not active (38%) and 39 deleted (11%) 2015 Social Media Plan calls for revamped direction, tone, policy update and a more proactive approach. Main @SJCNY accounts on eight platforms
Slide3: Reimagine the conversation . Take advantage of the opportunities. Be social. Be human.
Slide5: Let’s pause for a moment and talk about: lumber
Slide6: Now that my table is done, I get to return to my searches to leave my feedback. In some sites, I will control the message . Do you want that for your business/brand?
Slide7: Risk of Ignoring Just having a presence on a social media platform isn’t a strategy. What is the ROI of social?
Slide8: There are four competencies every org needs to manage social media. (Make this the one takeaway from this presentation.) (Seriously, this is a good time to pay attention.)
Slide9: The Four Competencies Every Social Media Team Needs Original source https :// image-store.slidesharecdn.com/94160810-0bec-47f6-ba7e-42858f56279c-original.png Respond to stuff Analyze stuff Post and find stuff Plan stuff
Slide10: The Four Competencies Every Social Media Team Needs What does it mean to manage social media for an organization ? Community Management Inbound questions, problems, comments, reviews, ratings, … Cultivating relationships Social listening (next slides) When people talk to you, listen and answer.
Social Listening: Social Listening
Social Listening: Social Listening
Social Listening: Social Listening
Social Listening: Social Listening
Social Listening: Social Listening
Social Listening: Social Listening
Social Listening: Social Listening
Slide18: Tools like Hootsuite and others help the org manage social efforts. April 2017 screen shot of a Hootsuite stream used to “listen” for specific health related terms on Twitter.
Slide19: The Four Competencies Every Social Media Team Needs What does it mean to manage social media for an organization ? Strategy Choosing platforms (setup, goals, the why ) Social goals tied to overall organization goals Developing a voice and posting cadence Working towards one or more of the four types of engagements (next slide) The ship sinks without a captain, a plan, and a way through the waters.
Four Types of Social Media Engagement: Four Types of Social Media Engagement - act and move beyond content (click, make a call, donate ) - spread content (share, retweet, repost) - interact w/content (reply, comment, mention, follow) - react to content (like, fave , reaction) Different posts encourage different behaviors.
Slide21: The Four Competencies Every Social Media Team Needs What does it mean to manage social media for an organization ? Analysis & Analytics Where are you on social? (Audit time) Research, research, research … Examine mounds of social data What is working and what is not? Optimize future content (next slides ) How can you improve when you don’t even know where you are?
Slide23: Snapchat custom, targeted geofilter use stats
Slide24: Do you need more detail? Should wording be exactly the same? Does update length affect interaction? .05 % 1 % 10 %
Slide25: The Four Competencies Every Social Media Team Needs What does it mean to manage social media for an organization ? Content Creation & Curation The stuff you post (text, images, video, live feeds, hashtags, chats, …) How much do you create v. curate/discover? Can you get help? Paid v. Owned v. Earned (next slide) Coordinate, create, distribute, and amplify your content.
Slide26: Paid Owned Earned
Slide27: Be strategic. Be social. Be human.
Slide28: Thank you! Questions? #SJCNY @SJCNY

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